client/user analysis website design. first concerns

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Client/User Analysis Website Website Design Design

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Page 1: Client/User Analysis Website Design. First Concerns

Client/User Analysis

WebsiteWebsite DesignDesign

Page 2: Client/User Analysis Website Design. First Concerns

First Concerns

Page 3: Client/User Analysis Website Design. First Concerns

3

Budget

Determine the budget for the completion of the Determine the budget for the completion of the websitewebsite

Determine the budget for yearly maintenance?Determine the budget for yearly maintenance? Determine the budget for marketing the Determine the budget for marketing the

website? website? The client should conservatively plan for at The client should conservatively plan for at

least half of their budget to be for marketing. least half of their budget to be for marketing.

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Site Growth

Is there a plan and a budget for scaling Is there a plan and a budget for scaling the web hosting if traffic increases the web hosting if traffic increases beyond its capabilities? beyond its capabilities?

Will they have the capability to handle Will they have the capability to handle increased monthly costs for service? increased monthly costs for service?

Have they planned and accounted for Have they planned and accounted for possible additional costs? possible additional costs?

Page 5: Client/User Analysis Website Design. First Concerns

About The Business

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Products/Services Offered

What does the company do? What does the company do? List features of the products and/or List features of the products and/or

services in a clear list of bullet items.services in a clear list of bullet items. Who does the business do it for?Who does the business do it for?

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Products/Services Offered

What are the needs the business satisfies What are the needs the business satisfies for its customers? for its customers?

What words or images will impart those What words or images will impart those needs? needs? It is important to paint a mental It is important to paint a mental

picture for customers using words, picture for customers using words, colours and images. colours and images.

What analogies can be used to explain What analogies can be used to explain offers in simple, understandable terms?offers in simple, understandable terms?

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Benefits to Target Audience

How does the business and products How does the business and products benefit the target audience? benefit the target audience?

Bulleted list of benefits. Bulleted list of benefits. What can the business offer visitors?What can the business offer visitors? What's in it for them?What's in it for them? How can the business help them? How can the business help them? What problems do the business What problems do the business

prospects have that the business prospects have that the business solves?solves?

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Unique Site Content

Can unique content be included on the Can unique content be included on the site? site?

Can the business partner with a content Can the business partner with a content provider to update content? provider to update content?

See handout on Unique Site ContentSee handout on Unique Site Content

Page 10: Client/User Analysis Website Design. First Concerns

Site Purpose

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Site Purpose Determine the major purpose for the websiteDetermine the major purpose for the website

the reasons for building one in order of the reasons for building one in order of importance e.g.:importance e.g.:

name brandingname brandinge-commercee-commercebecause that's what everyone else is doing, because that's what everyone else is doing,

etc.etc. Is the site dated (for a single event)? Is the site dated (for a single event)?

If so what is the expiration date?If so what is the expiration date?

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Short-term Goals

Determine the specific short-term goals Determine the specific short-term goals for the website for the website e.g.- in the first 1 to 6 months, reduce e.g.- in the first 1 to 6 months, reduce

customer service workload by X%customer service workload by X% e.g.- generate X volume in salese.g.- generate X volume in sales

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Long-term Goals

Determine the specific long-term goals Determine the specific long-term goals for the websitefor the website in the first 1 to 3 years.in the first 1 to 3 years. 5 year plan5 year plan

Page 14: Client/User Analysis Website Design. First Concerns

Site Content

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Site Components

Choose types of components to include other Choose types of components to include other than still photos and text e.g.:than still photos and text e.g.: e-commercee-commerce affiliate programsaffiliate programs virtual reality imagesvirtual reality images java appletsjava applets backend database integrationbackend database integration survey forms, feedback forms, referral formssurvey forms, feedback forms, referral forms opt-in newsletter management, etc.opt-in newsletter management, etc.

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Affiliate Programs

Will the site use an affiliate program? Will the site use an affiliate program? Affiliate programs are useful for any or all of Affiliate programs are useful for any or all of

the following: the following: allows 3rd parties to market products and allows 3rd parties to market products and

services for a commission, services for a commission, tracks effectiveness of individual tracks effectiveness of individual

advertisements and marketing campaigns, advertisements and marketing campaigns, some allow customization to manage signup some allow customization to manage signup

of individuals or companies with of individuals or companies with personalised self replicated web pages. personalised self replicated web pages.

See handout for more informationSee handout for more information

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Affiliate Programs

Will the client join any affiliate programs and Will the client join any affiliate programs and link those sites to the website? link those sites to the website? You can signup on related sites programs You can signup on related sites programs

and get a commission on sales made on your and get a commission on sales made on your site.site.

This works best when other sites are directly This works best when other sites are directly related to your website and affiliate links are related to your website and affiliate links are worked into your site in context. worked into your site in context.

Third party product endorsements work Third party product endorsements work better than simple links to other sites.better than simple links to other sites.

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Adding Value

What can be done to add value to What can be done to add value to products and services? products and services?

If prices cannot be competitive, what If prices cannot be competitive, what other methods will showcase the other methods will showcase the products/services? products/services? Free bonusesFree bonuses Lifetime warrantiesLifetime warranties Free shipping and handlingFree shipping and handling Free upgrades etcFree upgrades etc

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Visitor Information Will the client use a survey form to gather Will the client use a survey form to gather

information from site visitors? information from site visitors? What questions would be included on this What questions would be included on this

survey? survey? Will an incentive be offered to customers for Will an incentive be offered to customers for

taking part in this survey? taking part in this survey?

Surveys can also be used as exit strategies to Surveys can also be used as exit strategies to gather useful information as visitors leave the gather useful information as visitors leave the site. site. A cookie can be used to eliminate seeing the A cookie can be used to eliminate seeing the

form for repeat visitors.form for repeat visitors.

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Dealer Section

Are wholesale prices, drop shipping Are wholesale prices, drop shipping arrangements or other standard arrangements or other standard agreements put into a dealer section?agreements put into a dealer section?

Will others be allowed to offer your Will others be allowed to offer your client’s products or services directly on client’s products or services directly on their sites?their sites?

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E-commerce What type of e-commerce solution does What type of e-commerce solution does

the client require?the client require? Flat file page, non-interactive. Visitors must print and fax Flat file page, non-interactive. Visitors must print and fax

order or phone order in. order or phone order in.

Single page secure order form that sends each order as an Single page secure order form that sends each order as an e-mail. e-mail.

Multi-page secure order form with shopping cart, visitors can Multi-page secure order form with shopping cart, visitors can pick products while continuing to look at the site, change pick products while continuing to look at the site, change their order, preview order and submit on-line. Order sent as their order, preview order and submit on-line. Order sent as e-mail or downloaded via FTP from the server. e-mail or downloaded via FTP from the server.

Full e-commerce shopping cart with automated real time Full e-commerce shopping cart with automated real time credit card processing, integrated with backend database. credit card processing, integrated with backend database.

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Online Purchasing List all credit cards the site will acceptList all credit cards the site will accept

VisaVisa MasterCardMasterCard AMEXAMEX DiscoverDiscover

Merchant accounts should allow for Merchant accounts should allow for taking on-line orders from the Internet. taking on-line orders from the Internet. Please tell the client to check with the bank as Please tell the client to check with the bank as

violation of these policies can result in violation of these policies can result in termination of the merchant account. termination of the merchant account.

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Online Purchasing

List all of methods of payment optionsList all of methods of payment options money ordermoney order chequecheque internet chequeinternet cheque various credit cards etc.various credit cards etc.

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Controlling On-line fraud

It is very important to have a plan to control It is very important to have a plan to control on-line fraud. on-line fraud. Use manual AVS authorization and accept no Use manual AVS authorization and accept no

unmatched orders (even if there is an approval unmatched orders (even if there is an approval code). code).

Call to authorize international orders. Call to authorize international orders. Ship only to billing address listed on credit card. Ship only to billing address listed on credit card. Double check on large orders with overnight Double check on large orders with overnight

shipping.shipping. Refuse on-line orders from customers with free Refuse on-line orders from customers with free

email domains.email domains.

See handout for more information.See handout for more information.

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Shipping List any special shipping and handling charges List any special shipping and handling charges

or constraints on international orders. or constraints on international orders. How will shipping and handling charges be How will shipping and handling charges be

automatically calculated for on-line domestic automatically calculated for on-line domestic and international orders? and international orders?

Will international order shipping charges be Will international order shipping charges be calculated manually? calculated manually?

List information such as harmonized codes, List information such as harmonized codes, taxes, duty, etc. which can help expedite orders taxes, duty, etc. which can help expedite orders and reduce international costs. and reduce international costs.

Shipping products internationally can be Shipping products internationally can be complex and costly. Will a consolidator or complex and costly. Will a consolidator or international tracking system be helpful?international tracking system be helpful?

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Delivery Policy

What is the client’s delivery policy?What is the client’s delivery policy? Customers will probably buy if there is Customers will probably buy if there is

immediate delivery. immediate delivery. How long does it take for an order to How long does it take for an order to

be received? be received? A customer will not buy from a site if it A customer will not buy from a site if it

does not show a complete cost breakdown does not show a complete cost breakdown of their order (price, tax, shipping, etc.) of their order (price, tax, shipping, etc.) on-line.on-line.

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Contact Details

List all the different ways visitors can List all the different ways visitors can contact the client/businesscontact the client/business NameName AddressAddress PhonePhone FaxFax 1-8001-800 e-mail addressese-mail addresses International offices.International offices.

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Hours of Operation

List:List: hours of operationhours of operation time zone (PST, EST) time zone (PST, EST) days closeddays closed

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Tax

How will sales tax be calculated for on-How will sales tax be calculated for on-line orders? line orders?

Will you need to know the tax rate for Will you need to know the tax rate for multiple states?multiple states?

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Slogan

Does the business have a slogan or catch Does the business have a slogan or catch phrase?phrase?

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Links

List existing websites the client wants linked in List existing websites the client wants linked in the site. the site. These should be sites that are related to the These should be sites that are related to the

site and not direct competitors. site and not direct competitors. Sites should be those whose services the Sites should be those whose services the

client uses or that provide service or client uses or that provide service or information useful to the target audience. information useful to the target audience.

Sites that cross-link with each other may Sites that cross-link with each other may increase both businesses targeted traffic.increase both businesses targeted traffic.

Page 32: Client/User Analysis Website Design. First Concerns

Site Design

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Client’s Ideas

What is the client’s vision for this site? What is the client’s vision for this site? How will visitors interact with it? How will visitors interact with it? Can the client provide sketches or other Can the client provide sketches or other

mockups?mockups?

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Upgrading Existing Website

List any problems experienced with the List any problems experienced with the existing websiteexisting website poor performancepoor performance graphicsgraphics load timeload time design etc. design etc.

Should the client choose another web Should the client choose another web host?host?

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Gather Existing Materialsand Information:

See handout for more informationSee handout for more information

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Site Audience

Who does the client want to reach?Who does the client want to reach? How will this will be accomplished?How will this will be accomplished? Be as specific as possible:Be as specific as possible:

Age rangeAge range ProfessionProfession Interests Interests

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Target Localities

Is the businessIs the business LocalLocal RegionalRegional NationalNational InternationalInternational

What areas does the client want to What areas does the client want to specifically target?specifically target?

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Site Competitors

Get a list of some competitor website Get a list of some competitor website URLsURLs

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Navigation System

Can the client describe the navigation system of Can the client describe the navigation system of a typical page. a typical page. Typically major topics are in a horizontal Typically major topics are in a horizontal

graphic at the top. graphic at the top. Sub page menus are positioned on a vertical Sub page menus are positioned on a vertical

menu bar on the left side. menu bar on the left side. Typically there is a text-based trailer Typically there is a text-based trailer

navigation bar at the bottom of each page. navigation bar at the bottom of each page. If you are not creating artwork for their site If you are not creating artwork for their site

determine what artwork required for creating determine what artwork required for creating graphic navigation bars they will supply.graphic navigation bars they will supply.

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Major Site Topics

List 6 to 8 major topics for the site e.g.List 6 to 8 major topics for the site e.g. ProductsProducts ServicesServices InformationInformation How to Contact usHow to Contact us GalleriesGalleries

Base these topics on the visitor's view of Base these topics on the visitor's view of the division of information on the site.the division of information on the site.

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Major Site Topics

Major topics will be broken into sub topics e.g.Major topics will be broken into sub topics e.g. Information may be broken down into Information may be broken down into

Links, Frequently Asked Questions, Tips, etcLinks, Frequently Asked Questions, Tips, etc Too many choices is confusing.Too many choices is confusing.

7 or 8 links is the maximum amount a visitor 7 or 8 links is the maximum amount a visitor should confront. should confront.

A site with hundreds of pages can easily be A site with hundreds of pages can easily be created using 7 or 8 general topics. created using 7 or 8 general topics.

Adding a few additional general topics (e.g., Adding a few additional general topics (e.g., "Information" or "Products" will allow "Information" or "Products" will allow room for expansion under those headings.room for expansion under those headings.

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Major Site Topics

See handout on possible See handout on possible topics/sections for a websitetopics/sections for a website

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Site Style

In order for the site to appeal to the In order for the site to appeal to the primary audience, what style or "voice" primary audience, what style or "voice" is suitable ?is suitable ? ConservativeConservative HipHip Trendy etc.Trendy etc.

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Site Samples

List a series of website URLs with List a series of website URLs with designs or schemes that appeal to youdesigns or schemes that appeal to you

Give reasons why.Give reasons why. Ask which of the portfolio of sites is most Ask which of the portfolio of sites is most

appealing to the client.appealing to the client.

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Images Does the client have any custom photography Does the client have any custom photography

needs?needs? still photographystill photography product shotsproduct shots stock photographystock photography VideoVideo IPIX immersive virtual reality IPIX immersive virtual reality

Will the client supply all of the images required Will the client supply all of the images required or will the developer be responsible for creating or will the developer be responsible for creating and acquiring images, graphics, logos, etc. and acquiring images, graphics, logos, etc.

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Copyright

Does the client own the copyrights for Does the client own the copyrights for any images (and other materials) any images (and other materials) supplied foe use on the site? supplied foe use on the site?

If not, does the client have the rights to If not, does the client have the rights to use the materials on the website? use the materials on the website?

Please check with the copyright owners if Please check with the copyright owners if unsure to avoid any copyright violations.unsure to avoid any copyright violations.

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Fonts

List any particular fonts to be used. It is List any particular fonts to be used. It is unwise to use more than 2-3 major fonts.unwise to use more than 2-3 major fonts.

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Colour Scheme Choose a primary colour scheme for the Choose a primary colour scheme for the

background, text and graphics background, text and graphics A white background with black text and 2 or A white background with black text and 2 or

3 colors for highlights works well for most 3 colors for highlights works well for most sitessites

This is the easiest to build, maintain and This is the easiest to build, maintain and read.read.

Be mindful of visitors with poor eyesight or Be mindful of visitors with poor eyesight or color blindness when choosing text, color blindness when choosing text, background colors and graphicsbackground colors and graphics

Many of the most successful sites follow a Many of the most successful sites follow a simple scheme such as this.simple scheme such as this.

Page 49: Client/User Analysis Website Design. First Concerns

Site Maintenance

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Site Maintenance

Who will maintain the site? Who will maintain the site? If another business will do site If another business will do site

maintenance, will they have the skills maintenance, will they have the skills and tools to support it? and tools to support it?

Will training be required?Will training be required?

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Site Updates

A – Dertemine how often during the year the A – Dertemine how often during the year the client anticipates updates to the website? client anticipates updates to the website?

B – Determine what types of information will B – Determine what types of information will be updated be updated Employment opportunities, monthly Employment opportunities, monthly

specials, contests, new products, updated specials, contests, new products, updated news etcnews etc

All should be updated periodicallyAll should be updated periodically The less frequent a site will be updated, the The less frequent a site will be updated, the

more general a site should be.more general a site should be.

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Buying Trends

Does the client’s customers have buying Does the client’s customers have buying seasons? seasons? September is the ideal month to September is the ideal month to

prepare a site for the upcoming prepare a site for the upcoming Christmas shopping season. Christmas shopping season.

Should the site be updated according to Should the site be updated according to each season? each season?

What enticements will be offered during What enticements will be offered during off seasons?off seasons?

Page 53: Client/User Analysis Website Design. First Concerns

Technical Issues

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Testing

Testing for the Windows 98 etc. and Mac Testing for the Windows 98 etc. and Mac OS 9 operating systems is typically done OS 9 operating systems is typically done using the top 2 web browsersusing the top 2 web browsers Internet ExplorerInternet Explorer NetscapeNetscape

List other client platforms required for List other client platforms required for testing and support.testing and support.

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Web Hosting

Does the client need domain registration and/or Does the client need domain registration and/or an ISP to host the site? an ISP to host the site?

What level of hosting will be required (this may What level of hosting will be required (this may need to be determined during the design)? need to be determined during the design)? Can the client use a low cost service Can the client use a low cost service

($10/month)? ($10/month)? Does the client need a higher end outsourced Does the client need a higher end outsourced

service?service? Will the client be hosting and managing Will the client be hosting and managing

their own web servers (this would typically their own web servers (this would typically be for large companies as the costs can be be for large companies as the costs can be very high).very high).

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Web Hosting

List any requirements for the host platform List any requirements for the host platform and cross compatibility (NT or Unix)? and cross compatibility (NT or Unix)?

List requirements to support types of web List requirements to support types of web pages. pages.

For exampleFor example Static web pagesStatic web pages Active Server PagesActive Server Pages Cold Fusion pagesCold Fusion pages Dynamically generated CGI pages?Dynamically generated CGI pages?

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Domain Names If the client does not already have a domain name If the client does not already have a domain name

(i.e. cyber-sea.com) (i.e. cyber-sea.com) choose 5 names or get the client to choose them.choose 5 names or get the client to choose them.

You're choices may already be taken. You're choices may already be taken. You can check www.internic.net for You can check www.internic.net for

availability.availability. Suggest to the client that they consider Suggest to the client that they consider

registering a few general and specific variations registering a few general and specific variations including .net and .org domains. including .net and .org domains.

How long (in years) will the domain be How long (in years) will the domain be registered?registered?

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Domain Names

The domain name should be:The domain name should be: easily identifiableeasily identifiable easy to explain over the phoneeasy to explain over the phone easy to print on a business card easy to print on a business card

Most short names are usually takenMost short names are usually taken Long names can be good if they click in Long names can be good if they click in

someone's mind. someone's mind.

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Domain Names

Try out your ideas on several people. Try out your ideas on several people. Ask them in a few days if they Ask them in a few days if they

remember how to spell it. remember how to spell it. Try out the name on the phone to see if it Try out the name on the phone to see if it

is easily remembered and spelled by is easily remembered and spelled by others. others.

Resorting to lengthy explanations or Resorting to lengthy explanations or spelling means problems. spelling means problems.

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E-mail Addresses

List e-mail addresses the client wants List e-mail addresses the client wants associated with the domain name associated with the domain name [email protected]@cyber-sea.com [email protected]@cyber-sea.com [email protected]@cyber-sea.com

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E-commerce

How will on-line and off-line orders be How will on-line and off-line orders be managed if the site is an e-commerce managed if the site is an e-commerce site? site?

Are the ordering systems able to generate Are the ordering systems able to generate unique distinguishable order numbers? unique distinguishable order numbers?

Does the client require an all web-based Does the client require an all web-based order system that integrates both on-line order system that integrates both on-line and off-line orders? and off-line orders?

See handout for more information.See handout for more information.

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Password Protection

Will there be password protected areas Will there be password protected areas for dealers, members and/or downloads?for dealers, members and/or downloads?

Will the site use any digital delivery Will the site use any digital delivery systems to individually password protect systems to individually password protect each customers download?each customers download?

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Security

What security is required for the website?What security is required for the website? Is protection of sensitive files an issue (order Is protection of sensitive files an issue (order

data, backend database access, etc.)? data, backend database access, etc.)? Do back end computers access the Internet Do back end computers access the Internet

through permanent connections? through permanent connections? Are personal computer hard drives password Are personal computer hard drives password

protected or behind a firewall?protected or behind a firewall?

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Communication

What type of opt-in mail list gathering will the What type of opt-in mail list gathering will the site use? site use?

Systems range from free services like ListBot to Systems range from free services like ListBot to systems like CyberTrakker that create mail systems like CyberTrakker that create mail merge opt-in lists tied into e-commerce, merge opt-in lists tied into e-commerce, referral, newsletter, opt-in and other forms. referral, newsletter, opt-in and other forms.

Does the client have a program in place to Does the client have a program in place to manage in-house newsletters, bulk personalized manage in-house newsletters, bulk personalized e-mails and removal requests? e-mails and removal requests?

Consider using Mailloop for an in-house Consider using Mailloop for an in-house solution for processing data and CyberTrakker solution for processing data and CyberTrakker or custom forms for gathering information.or custom forms for gathering information.

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Interfacing With Other Systems

Is interfacing with other systems (both on-line and off-Is interfacing with other systems (both on-line and off-line) important? line) important?

Other systems could be:Other systems could be: Mailing list management programs like MailloopMailing list management programs like Mailloop Accounting systems like QuickBooks or custom Accounting systems like QuickBooks or custom

solutionssolutions Credit card processing programs like ICVerify.Credit card processing programs like ICVerify. Complicated interfaces could be with back end Complicated interfaces could be with back end

DBMS systems attached directly to the website DBMS systems attached directly to the website using application servers or creation of XML or EDI using application servers or creation of XML or EDI data files that can be loaded by 3rd party systems. data files that can be loaded by 3rd party systems.

Complicated interface requirements will require Complicated interface requirements will require detailed process and analysis. detailed process and analysis.

Describe the systems the client will require.Describe the systems the client will require.

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Backups

How can the client ensure information How can the client ensure information downloaded from the websites against downloaded from the websites against hardware failure? hardware failure? Information gathered should reside in Information gathered should reside in

multiple places. multiple places. Opt-in lists, affiliate data, order data, etc. Opt-in lists, affiliate data, order data, etc.

from the website needs to be backed up from the website needs to be backed up periodically and stored off-site. periodically and stored off-site.

Copy files to a disk or CD-ROM and put it Copy files to a disk or CD-ROM and put it in a safe deposit box. in a safe deposit box.

Will the client need a backup system to ensure Will the client need a backup system to ensure safety of downloaded information?safety of downloaded information?

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Development Tools

What requirements are needed when What requirements are needed when using development tools to create the using development tools to create the website and interfaces? website and interfaces?

Are there any compatibility issues? Are there any compatibility issues? For exampleFor example

Can it be developed with Cold Fusion, Can it be developed with Cold Fusion, Macromedia Dreamweaver or Macromedia Dreamweaver or Microsoft FrontPage?Microsoft FrontPage?

Page 68: Client/User Analysis Website Design. First Concerns

Marketing The Site

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Marketing

How does the client intend to market How does the client intend to market both on and off the Internet?both on and off the Internet?

Simply putting up a website and Simply putting up a website and submitting to search engines is not submitting to search engines is not enough marketing.enough marketing.

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Finding the Site

Are there any Are there any search enginessearch engines directories or directories or sites sites

the client would like to submit to besides the client would like to submit to besides the industry standard top 10 that are the industry standard top 10 that are specific to their business or industry?specific to their business or industry?

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Finding the Site

Get the client to write a 25 word description of Get the client to write a 25 word description of the business to be displayed and used in search the business to be displayed and used in search engine submissions. engine submissions.

Describe:Describe: what the business offerswhat the business offers to whom it is offeredto whom it is offered a succinct reason the business should be a succinct reason the business should be

considered.considered.

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Finding the Site

Get the client to write a 50 word Get the client to write a 50 word description of the business to be description of the business to be displayed and used in search engine displayed and used in search engine submissions. submissions.

Describe:Describe: what the business offerswhat the business offers to whom it is offeredto whom it is offered a succinct reason the business should a succinct reason the business should

be considered.be considered.

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Key Words and Phrases

List 30 words or phrases that describe the List 30 words or phrases that describe the business. business. Pick words/phrases relevant to the Pick words/phrases relevant to the

business. business. List all keywords that would link List all keywords that would link

search engines to the website. search engines to the website. Phrases should be both specific and Phrases should be both specific and

general.general.

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Additional Issues

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Business Edge Why does the business clearly beat its competition? Why does the business clearly beat its competition? What is the unique selling proposition? What is the unique selling proposition? What can be done to encourage customers to purchase What can be done to encourage customers to purchase

now and abandon the need to continue to search?now and abandon the need to continue to search? Customers tend to look for information as a priority Customers tend to look for information as a priority

over shopping on-line. over shopping on-line. They may surf at other sites, but they will They may surf at other sites, but they will

continually return to the sites they trust intuitively continually return to the sites they trust intuitively and can solve their problems. and can solve their problems.

A visitor may need to return many times before A visitor may need to return many times before making a purchase.making a purchase.

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Repeat Visitors and Referrals

How can repeat visitors and referrals to the site How can repeat visitors and referrals to the site be encouraged? be encouraged? What can be offered that can be digitally What can be offered that can be digitally

delivered on site (computer wallpaper, delivered on site (computer wallpaper, screensavers, special reports, on-line screensavers, special reports, on-line coupons, affiliate programs, etc.) and is free?coupons, affiliate programs, etc.) and is free?

Every measure should be taken to encourage Every measure should be taken to encourage visitors to voluntarily submit their email visitors to voluntarily submit their email address. address. Free offers, contests, referral forms, surveys Free offers, contests, referral forms, surveys

and requests for information forms can be and requests for information forms can be useful tools to encourage email signups. useful tools to encourage email signups.

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Site Growth

If the client currently has a website:If the client currently has a website: How many visitors do they receive How many visitors do they receive

each month? each month? What is the expectation for future What is the expectation for future

traffic?traffic? What is the current level of on-line What is the current level of on-line

business?business? What are the expectations for future What are the expectations for future

on-line sales?on-line sales?

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Gathering Additional Information

List other contacts to interview regarding List other contacts to interview regarding the design of the site. the design of the site.

What positions of responsibility do they What positions of responsibility do they hold?hold?

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Making Sales Will low price lead in products be followed with sales Will low price lead in products be followed with sales

on the back end for higher priced products and on the back end for higher priced products and services? services? Products up to $20.00 meet little resistance while Products up to $20.00 meet little resistance while

products in the hundreds or thousands of dollars products in the hundreds or thousands of dollars may require a longer sales process. may require a longer sales process.

What is the sales cycle? What is the sales cycle? Can sales be closed on-line without human Can sales be closed on-line without human

interaction or does someone need to follow-up on interaction or does someone need to follow-up on leads generated?leads generated?

Complex services might only be closed using real Complex services might only be closed using real salespeople. salespeople.

Is a plan in place to secure and qualify leads? Is a plan in place to secure and qualify leads? How can the client remove as much risk from the buyer How can the client remove as much risk from the buyer

as possible (warranty, return policy, etc.)? as possible (warranty, return policy, etc.)?

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Making Sales Does the client have a shop or other off-web location or Does the client have a shop or other off-web location or

contact point like a mail order catalogue?contact point like a mail order catalogue? How is it expected that the website and off-line business How is it expected that the website and off-line business

will work together? will work together? What are the weak points of each and the strong points What are the weak points of each and the strong points

that can be exploited? that can be exploited? Don't try to recreate a catalogue showroom on the web. Don't try to recreate a catalogue showroom on the web.

Use the website to drive people to the physical Use the website to drive people to the physical location.location.

To handle customer service support after hours, To handle customer service support after hours, offer on-line coupons that can be printed and offer on-line coupons that can be printed and redeemed at the physical locationredeemed at the physical location

Use the physical location to promote the website.Use the physical location to promote the website.

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Making Sales

Is this a new market the client is trying to Is this a new market the client is trying to create for their product/service or is there create for their product/service or is there already an existing market? already an existing market? Selling in an existing market is easier and Selling in an existing market is easier and

less risky. less risky. The understanding of what you are offering The understanding of what you are offering

already exists since other companies have already exists since other companies have paved the way. paved the way.

What existing distribution channels is the client What existing distribution channels is the client able to tap? able to tap?

Are there any huge competitors and if so, how Are there any huge competitors and if so, how can the client compete against them? can the client compete against them?

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Business/Site Management

What process will be used to integrate What process will be used to integrate the website into the business on a daily, the website into the business on a daily, monthly, quarterly and yearly basis. monthly, quarterly and yearly basis.

Who will manage each aspect of the Who will manage each aspect of the website once it is complete (i.e. e-mail website once it is complete (i.e. e-mail management, system maintenance, new management, system maintenance, new content, testing forms periodically, content, testing forms periodically, marketing, etc.)?marketing, etc.)?

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Website Success Define the criteria the client will use to Define the criteria the client will use to

determine the website's success determine the website's success Internet orders of a certain volumeInternet orders of a certain volume website traffic of a certain volume (this website traffic of a certain volume (this

should not be used as the sole definition of should not be used as the sole definition of success)success)

X amount of sales as a percentage of hitsX amount of sales as a percentage of hits decrease in customer service costsdecrease in customer service costs increase in productivityincrease in productivity

There should be a trackable method to There should be a trackable method to determine success.determine success.

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Other

Are there any special needs or Are there any special needs or components required that are not components required that are not already covered?already covered?

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Bibliography

http://www.proposalkit.com/interview/http://www.proposalkit.com/interview/intlogin.htmintlogin.htm